Baggett’s Seventh Ad: Fish In A Barrel

January 29, 2013By FrancisBUSINESS, General Biz, People, THE AGENCY, Trucking, Uncategorized, Work

Early this month, Baggett‘s recruiting director Daniel Buckhannan gave us contact info for Scott and and Darlene Carter—the husband-wife driver team he wanted to profile in the company’s new print ad.  Although most of our past ads have focused either directly or indirectly on drivers’ earnings potential with Baggett, with the near-unprecedented level of competition … Read More

New Client. New Campaign.

August 15, 2012By FrancisBUSINESS, Communications, THE AGENCY, Trucking, Uncategorized, Work

In mid-June, we started work with WTI—a great flatbed trucking company in Tuscaloosa that needed an overhaul of its driver-recruitment branding and advertising program. To see a typical “pre-Hare” WTI ad, Click Here. DEVELOPING WTI’S BRANDLINE As always, we conducted a lot of background interviews—with everyone from recently-hired drivers to longtime CEO Rendy Taylor. From … Read More

Baggett’s Sixth Ad: Creative Goes Cross-Country

June 20, 2012By FrancisBUSINESS, Communications, People, THE AGENCY, Trucking, Uncategorized, Work

The perpetual challenge to producing testimonial ads for Baggett is that so few of their drivers are ever in town. That was certainly the case with Dennis and Abigail Huggins—a couple who had a story that was not only irresistible from a personal perspective, but which also perfectly matched our core brand-messaging strategy. After our … Read More

Owner’s Association Rebranding Continued.

May 15, 2012By FrancisBUSINESS, Communications, THE AGENCY, Uncategorized, Work

In October, we published This Post about the work we did in supporting The Owner’s Association‘s 2011 rebranding initiative. Not long ago we completed their first post-rebranding collateral piece—and it might just be my personal favorite of the entire campaign to date. It’s a brochure targeting  potential Allied Members (typically vendors serving the hospitality industry). Click … Read More

What Would Nick Do?

February 8, 2012By FrancisUncategorized

Several years ago, during his press conference after a resounding victory (marred only by a couple of minor mistakes), Nick Saban described the outing as “a perfect game. We won, and I still had something to be mad about.” So it’s in honor of our beloved coach that I thought I’d celebrate Alabama’s latest championship … Read More